Friday, 24 August 2012

Max's restaurant invades Asia Pacific

Max's of Manila, popularly known as Max's Restaurant, is a Philippine-based restaurant serving fried chicken and Filipino dishes. According to the report from AKTV,  Max's Restaurant has revived a plan to expand its business in Asia Pacific in a bid to tap the overseas Filipino market.

On the sidelines of the fourth Annual Corporate Treasury and CFO Summit, Rebecca Arago, chief financial officer of the Max's Group of Companies, told reporters that the company considers Australia, Singapore, and Hong Kong as attractive markets for expansion.

Max's open a restaurant each in Dubai and Sharjah on September 2011 - and soon in other Emirates. 

In 1945, after World War II, American troops stationed in Quezon City became friends with Maximo Gimenez, a teacher who had graduated fromStanford University. Some soldiers came to his nearby house for a drink or two, until they insisted that they pay for their drinks.

Gimenez decided to open a café which served chicken, steak, and drinks. He was joined by his wife Mercedes, sister-in-law Felipa Serrano Sanvictores, his niece Ruby who managed the kitchen, and her husband Claro. Ruby's fried chicken proved popular with G.I.s. and locals also began patronising the establishment.

Encouraged by her mother to expand the menu and serve more Filipino food, Ruby set up the Baclaran branch along Roxas Boulevard in Parañaque. They decided to name the restaurant "Max's" after Maximo.[2]

Max's Restaurant bills itself as "The house that fried chicken built". In 1998 it started franchising. wikipedia

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